Peloton’s Campaign Design

The aim of this Peloton marketing campaign is to boost brand awareness among cycling enthusiasts or people looking to incorporate cycling into their fitness routines but lack the time or resources for outdoor rides. The main idea is to present Peloton as a revolutionary and accessible cardio workout solution for the target audience.

The central image in the magazine ad features an ideal user in the midst of a home-based online cycling routine, with a fire-like graphic surrounding him in Peloton’s signature fuchsia color. The typography is designed to convey movement and interaction, with some letters blurred by smoke to create a dynamic effect. Three key product features are highlighted beneath the image: world-class instructors, leaderboard ranking, and convenience of at-home workouts.

Online banners display similar graphics with unique images for each product feature. Social media posts feature product photos with the campaign’s signature fire graphic and tagline, “Cycling starts now with Peloton.” Overall, the campaign’s design aims for simplicity and a clear call to action while conveying Peloton’s brand values of motivation, innovation, and accessibility.